Many people may think that Kylie Cosmetics is so successful just because of the Kardashian-Jenner family name. But that is not entirely the case. Kylie Jenner has been mastering her PR skills since she was in high school. This makes her the youngest person on the Forbes list of America’s Richest Self-Made Women. And sure, it may seem like anything one of the Kardashian-Jenner bunch touches turns to gold. But they have had other businesses – and even makeup lines – that have failed. But failure has never been an option with Kylie Cosmetics and the reason why is Kylie Jenner knows her marketing!
The Younger Target Audience
One of the biggest points of marketing that Kylie has nailed is knowing her target audience and REACHING them. Millennials and Gen Z make up the majority of her target audience. Kylie knew right where and how to market to them, and it came naturally for her. Because she is one of them! Kylie is a part of the generation that first grew up with smartphones. This has allowed her a huge and free forum to relate to and intrigue millions of people. And do so years before she launched her business. Knowing this, Kylie strategically developed a marketing strategy that reached millions of millennials and Gen Z. She mastered her reach to Kylie Cosmetic’s target audience.
The Social Media Factor
Her social media accounts ranging at 100 million + followers. It only made sense that Kylie would do the bulk of her marketing on social media. Utilizing avenues such as Snapchat and Instagram, Kylie has been cleverly marketing her brand while also gaining valuable product feedback. Advertising trends show that millennials and Gen Z rely less and less on traditional ads. They view social media as a more organic and trustworthy avenue for marketing. Kylie has capitalized on this by ensuring her marketing strategy is heavily reliant on social media marketing.
She has then taken this a step further by using social media as a tool to gauge customer approval for her products. With tools such as Snapchat videos and Instagram stories, Kylie has found the perfect window to briefly showcase a coming soon product and receive immediate consumer feedback. This allows Kylie to make changes to her products or anticipate demand, and all before her product has even hit the market!
For social media marketing to be successful for a large business they must also know how to utilize social media influencers. Younger generations are becoming increasingly diverse, making marketing to them as a whole increasingly difficult. Influencers have become a clever way to get around this, allowing brands to imitate the coveted organic word-of-mouth recommendation by using social media influencers to promote their products. Where Kylie had a huge advantage over many other cosmetic companies is she was herself an influencer on social media – so she did not have to find or pay social media influencers to spread the word about her new products. However, any small business can find and utilize social media influencers to get their product directly to consumers social media feeds.
While Kylie had a nice cushion of money to launch her business and the help of her and her family’s fame to gain immediate consumer support, these are not the sole reasons she is successful. She has laid out a great marketing strategy for other businesses to follow that shows exactly how you can utilize social media and influencers to reach your target audience, improving your chances of professional success. For a personalized marketing strategy for your growing business, reach out to us at firstname.lastname@example.org or (800) 316-9664.